How Artificial Intelligence in Email Will Change the Marketing Landscape
Big data. This has been a buzzword on digital marketer’s lips for years now, but only recently have marketers been able to flex their muscles when applying these data points to their marketing strategies. The issue wasn’t the lack of Big Data one could access, in fact, it was the opposite. There was simply too much data stored over years that marketers were only able to skim the surface of the huge analytics pool in front of them. Fortunately, all this is now changing with the entrance of artificial intelligence (AI).
Artificial intelligence, when paired with big data, allows you to stay competitive as data growth continues to skyrocket. These two elements allow you to get the maximum value from email with the customer data you’ve acquired.
While it’s just the beginning for AI in email, in this blog we’ll discuss current AI software already on the market. From virtual sales assistants to complex algorithms that send 1:1 messaging, let’s explore how AI is changing email marketing forever.
Over 205 billion emails are sent per day, making it a challenge to stand out in the inbox. Boomtrain, a company with AI at its core, offers a solution to push through all the inbox clutter. Boomtrain analyzes content and user behavior from your website to deliver personalized experiences and messaging. This software can deliver 1:1 messaging across multiple channels, but we’ll be diving into personalization via email here. If you’re looking for other channels Boomtrain can power with predictive content, read more about it here.
Their machine learning algorithms analyze trending data, behavior, engagement, mood, metadata and offer semantic analysis. These algorithms are then combined with artificial intelligence to understand your users and what is relevant to them.
Powered with this data, Boomtrain’s emails offer:
- Personalized subject lines
- Optimized delivery times based on the recipient’s time zone
- Option to provide curated products
All you have to do is drop a snippet into the bottom of your email campaign and Boomtrain will do the rest to provide personalized, 1:1 messaging.
Conversica, a company that has already raised $16M in private equity, assists you in nurturing every lead for as long as it takes. Conversica offers a virtual sales assistance that starts reaching out to leads 24/7 within minutes of a user showing interest in your brand. Through email, this virtual assistant sends AI emails that appear to be coming from an employee. Wondering if the copy reads like robot? Not quite. In fact, 50% of leads reply to AI emails as they are written in a conversational manner and can be more engaging than lead-nurturing autoresponders.
With Conversica, it’s almost like having a little robot on payroll, engaging and nurturing a lead for days, weeks or even months until they make that sale or the lead opts out. When a lead is ready to purchase, Conversica’s lead nurturing software alerts a sales representative that it’s time to reach out and make the sales pitch. So, my sales people, they still need your assistance with the touchdown. AI’s aren’t trying to close on the sale without you…yet!
Persado is a cognitive content platform that automatically generates the highest-performing machine-generated marketing language across different channels. For this blog, we are going to focus on the content Persado’s AI can generate for email.
“Persado’s database is fed by significant in-market research and analysis, psychological research and millions of in-market interactions,” says Lawrence Whittle, Chief Revenue Officer at Persado. Persado’s machine-generated marketing language takes into consideration emotional ontology to score and categorize words, phrases and images in their database. The machines parses thousands of ways to convey emotion and then effectively uses them in your marketing copy. Below is Persado’s “Wheel of Emotions” applied to their AI to generate compelling copy.
Their cognitive content platform can generate copy for email subject lines, email body, and landing pages. Persado boasts a 49.5% conversion lift from companies leveraging their language.
Does this mean content marketers like myself should start looking for a new career since tools like Persado are automating copywriting and testing? Not yet, however, adopting machine learning and AI will be critical if we want to stay competitive in our roles. With the rapid rate of Big Data being paired with AI, it’s sink or swim.
Like Persado, Phrasee takes the guess work out of creating copy that converts. Through artificial intelligence, it generates language that sounds human and is tailored to your brand voice. Quantifying human language wasn’t possible for marketers, until now. Phrasee uses AI to quantify, generate and optimize language for your email.
Their artificial intelligence understands the emotions, sentiments and phrases that resonate with your audience. Once you start using Phrasee, your email results drive algorithms that can generate the best possible content for your audience.
Phrasee optimizes your email in the following ways:
- Optimized and tailored subject lines
- Body copy that will drive a click
- CTAs to drive conversions
- Powerful, tailored triggers
With this software, you can increase opens, clicks, and revenue. Need more specific numbers? A customer of Phrasee increased revenue by 417% after implementing this marketing AI.
What AI Cannot Do in Email
As more and more software can pass the Turing test, AI will become more and more integrated into our lives (and email). With AI still in its beginning stages for email, the amount of artificial intelligence that will be woven into marketing campaigns in the years to come will be astonishing.
While AI can offer predictive content, maximized subject lines and generate compelling offers, it still can’t guarantee the email in question looks perfect in every inbox. Before you put all your trust in algorithms and AI, your campaigns still need to go through a QA process before you send. That’s where we come in.
If you want to ensure that your email looks amazing across the most popular devices and clients, try us free for 7 days to get unlimited email, image and spam testing! Put a safety net in place through EOA to ensure the humans on the other end receiving your email don’t see a machine error you could have caught.
Author: Alex Ilhan
Hailing all the way from England, Alex brings his email development expertise along with an endless stream of cups of tea and British cynicism. Follow him on Twitter: @omgitsonlyalex.